Our own masterpieces

Project:

Lorien Unique for the Automotive Sector

Client:

Lorien Unique

Introduction

Lorien Unique is a dynamic content marketing specialist.

Marketers and their agencies trust them to make a difference. They combine technology, data and know how to increase the relevance, effectiveness and impact of their clients marketing campaigns.

Up until recently, Lorien Unique had survived relatively well on little or no marketing activity and much of their business had been word-of-mouth or as a direct result of client visits.

However, to increase new business opportunities and to raise their profile as THE leading specialist of dynamic content marketing, they wanted to ‘practice what they preach’ and use their own technology and skills to market what they do.

Brief and objectives

  • To demonstrate and show-off what Lorien Unique can do for the automotive sector through a highly targeted and integrated dynamic content marketing campaign using dynamic and personalised direct mail, email, websites and PURLs
  • To direct the recipients to their personalised websites where they can provide feedback on the campaign using the pre-populated feedback enquiry form
  • To provide the sales team with a specific reason to call the recipients and to book in meetings with them.

Target audience

Companies:

  • Audi
  • BMW
  • Honda
  • Lexus
  • Nissan
  • Mercedes-Benz.

Marketing related job titles:

  • Marketing Manager
  • Marketing Director/Head of Marketing
  • Head of Direct Marketing
  • Head of Emarketing/Emarketing/Online/Digital
  • Brand Manager/Head of Brand Communications/ Brand Manager
  • Head of CRM/CRM Manager

Senior decision making influencers of the marketing strategy:

  • Managing Director
  • Commercial/Commercial and Trading Director
  • Database Manager/Database Director
  • Financial Services Director
  • Events Manager

The solution

An integrated direct marketing campaign featuring:

  • Wave 1 – dynamic direct mail
  • Wave 2 – dynamic email
  • Wave 3 – telemarketing follow-up
  • Wave 4 – dynamic direct mail follow-up
  • Personalised websites and URLs for all contacts

Lorien Unique designed and developed a creative campaign tailored specifically for the automotive sector.

The direct mailer was sent out on a Friday and landed on the following Monday. An email was sent out at 11.00am on the Monday and a follow-up telephone call was made within an hour of the email landing.

All activity directed the recipient to their personalised URL for details.

Dynamic and personalised direct mail

The direct mailer was created in the shape and size of a number plate (420mm x 120mm) and featured four pages.

The number plate details were created using a combination of initials, company name, first name or last name.

Inside the direct mailer, is a personalised letter that includes a reference to other colleagues who were also sent a mailing.

There is a personalised and dynamic road map inside. This highlights the quickest route to Chris’s local Mercedes-Benz dealer*, and in the copy above is the distance away and the time it would take to get there by car.

It also features an example of how the recipient company (Mercedes-Benz in this case*) could use the data they hold for a dynamic content marketing campaign.

On the back cover is an aerial map highlighting where Chris works.

Please click on the links below to see an example, which highlights all of the areas that feature dynamic content.

*This is an internal sample for Chris Mott, Head of Marketing, Lorien Unique and pretends that Chris works for Mercedez-Benz.

Dynamic and personalised email

The email was HTML and features elements from the direct mailer to demonstrate that dynamic content marketing can be produced in print and email.

Dynamic and personalised URLs and website

The main call-to-action on all of the direct mail and personalised emails was the personalised URLs, which linked through to a number of personalised web pages.

A separate domain was purchased for the URLs – http://www.mylorienunique.com/firstname.lastname. This was a variation on Lorien Unique’s main website address of www.lorienunique.com

The personalised websites used the overall look and feel of the main website but featured personalised elements to work with the direct mail and emails.

There is also a pre-populated form to collect additional information about the recipient.

Please click on the link below to see an example, which highlights all of the areas that feature dynamic content.

The results

The feedback from the campaign so far has been excellent. Some of the comments we have received are:

  • “This is the most relevant and personalised marketing campaign I have ever seen"
  • "This campaign has caused a real stir in our marketing department"
  • "I love the mapping technology that you used...it would be so relevant to our dealers"
  • "It caught my eye from the very beginning and I think it's fantastic"

We have also been asked to send out an additional mailing to other colleagues and associated partners responsible for direct marketing activities. And meetings with three of our six target companies have been booked in.

For more information about how Lorien Unique can help you to improve your response rates, please contact
Chris James, Director at:

Tel: +44 (0)1753 768466
Mobile: +44 (0)7717 423285
Email: chris.james@lorienunique.com

Alternatively, click here and complete our 'Find out for yourself' enquiry form and we will contact you.